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China and Thailand boast some of the highest percentages of social commerce buyers globally, with ** percent and ** percent of online shoppers making purchases through social media platforms in 2024. Peru closely followed with a ** percent adoption rate, trailed by Colombia and India. 

A new era of online shopping

Social commerce has transformed the online retail landscape in recent years. Between 2018 and 2024, social media sales revenue increased nearly eightfold, reaching approximately *** billion U.S. dollars. By 2025, social commerce is projected to account for*** percent of global online sales. While this purchasing channel attracts consumers of all ages, millennials, followed by Gen Z, are the most prominent direct buyers on social media.

China: social commerce pioneer

China's social commerce has experienced rapid growth over the past decade. In 2014, the market's gross merchandise value (GMV) stood at ** billion yuan. By 2022, this figure had skyrocketed to over *** trillion yuan, showcasing the immense expansion in this sector. This exponential growth is partly attributed to the significant increase in the number of social commerce users. In 2022, China had about *** million social shoppers, more than double the number recorded in 2016.